Here is a 1-paragraph summary of the text: The current state of PayTV (Pay Television) services is plagued by issues such as slow and clunky interfaces, intrusive advertisements, and limited content options on-demand. Service providers are losing control of the viewing experience to over-the-top (OTT) providers like Amazon and Netflix, which offer more convenient and personalized experiences. To fix these problems, service providers need to prioritize on-demand services, personalize content for each user, expand their supported devices, improve the user experience, and iterate quickly in response to changing user demands and technological advancements. By leveraging their existing relationships with content providers, customer data, and assets, service providers can stay competitive and build new businesses.